The UAE has outlined plans to crack down on persistent cold callers, with companies facing huge fines of up to AED 150,000 for breaking strict new rules.
The Ministry of Economy and the Telecommunications and Digital Government Regulatory Authority (TDRA) announced the new regulations on Sunday.
The new telemarketing rules apply to all licensed companies in the UAE, including free zones, and will come into effect in mid-August. Operating licences can also be terminated, as part of the clampdown.
The new regulations set strict guidelines such as telemarketing calls can only be made from 9am until 6pm.
Crucially, the new rules stretch not just to calls, but to messages as well.
It extends to marketing, advertising, or promoting products or services “using a landline or mobile phone number, this includes marketing text messages and marketing messages through social media applications.”
Companies must obtain prior approval from authorities to carry out telemarketing calls, and cannot make a call on the same day if the consumer has declined or ended the phone call.
Marketing calls can be made only from phone numbers registered under the name of licensed companies, not under individual names.
“The resolutions require companies, in their marketing of products and services through phone calls, to exercise due care and diligence to avoid disturbing the consumer and to adhere to the highest standards of transparency, credibility and integrity,” a statement issued by the Government Media Office said.
Companies are also obliged to disclose the source of obtaining the consumer’s phone numbers and data if requested by the authority.
Do Not Call
In September 2022, a Do Not Call Registry feature was introduced to stop all unwanted calls.
Fines of up to AED150,000 can be imposed on companies who make calls to those signed up to the Do Not Call Registry.
Companies that fail to obtain prior approval to make telemarketing calls can receive a AED75,000 fine in the first instance, rising to AED 100,000 for a second offence and AED 150,000 for a third breach.
There are 18 types of violations and administrative penalties imposed on companies breaking the new rules ranging from AED 25,000 to 150,000.
